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Scandlines ends SMILE customer program and focuses on improved customer experience

Scandlines will discontinue its long-standing SMILE customer program from 1 February 2024. From this date, the popular SMILE card can no longer be used to collect points for ferry trips between Germany and Denmark. The program, which had up to 900,000 members in three countries, is being retired. The decision marks a step towards an improved customer experience for all passengers.

Only possible to redeem points until January 31, 2024

Members have the opportunity to redeem their SMILE points until January 31, 2024. Scandlines has stated on its website:

“The SMILE program expires on 31 January 2024. Log in to see your score and learn more about what the setting means for you.”

After this date, it will no longer be possible to collect points under the SMILE program.

Focus on comprehensive customer experience

Scandlines has decided to shift the focus of SMILE to an improved customer experience for all passengers. Terese Lund Johannesen, Director of Sales and Marketing at Scandlines, explains:

“Time has run out for SMILE. Most of our customers do not travel frequently enough to benefit from a points system. In the future, we want to offer a positive experience for all passengers, regardless of how often they travel.”

Customer experience at the heart of the new strategy

Scandlines’ new strategy focuses on the entire customer experience, from travel planning to the experience on board. Particular attention is being paid to improving the digital customer experience. Scandlines is investing in new digital marketing tools and bringing experienced digital specialists on board to ensure that customers are the focus.

Digitalization and innovation for the future

In addition to discontinuing the SMILE program, Scandlines plans to launch a new app in 2024 to simplify travel planning, booking and the on-board experience. Improving travel comfort and quality in the ferry ports of Gedser, Puttgarden, Rostock and Rödby and on board the Scandlines ferries are also on the agenda.

Terese Lund Johannesen emphasizes:

“In order to remain competitive, we must constantly develop and meet the needs of our customers. The discontinuation of the SMILE program is just one step on our way to an even better customer experience.”

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